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Professional soccer

Hisense Continues as Official Sponsor of FIFA World Cup Through 2026

Strategic Insights

— 2 min read

Hisense, a leading brand in global consumer electronics and home appliances, has announced its extension as an Official Sponsor of the FIFA World Cup, building on its partnership with FIFA since 2018. Since first teaming up with FIFA, Hisense has achieved several key milestones, including branding at the 2018 FIFA World Cup, content cooperation via FIFA+, technology integration in VAR operations at the FIFA Club World Cup 2025, and now the upcoming FIFA World Cup 2026 sponsorship. The partnership aims to deliver an unprecedented World Cup experience for billions of fans worldwide.

Key Takeaways:

  • Hisense has been an Official Sponsor of the FIFA World Cup since 2018, with its latest sponsorship extension focused on the 2026 tournament.
  • The company has achieved several key milestones, including branding at the 2018 FIFA World Cup, content cooperation via FIFA+, and technology integration in VAR operations at the FIFA Club World Cup 2025.
  • Hisense's partnership with FIFA is guided by four key essentials: technology-driven, user-oriented, smart service, and cultural values.
  • The user-oriented approach ensures immersive, personalised experiences for fans, making them feel part of every moment.
  • Romy Gai, FIFA's chief business officer, echoed the sentiment, stating that FIFA would partner with Hisense to deliver the best display technology to welcome an unprecedented World Cup for billions of fans around the world.
  • Hisense aims to transform billions of living rooms into front-row seats, ensuring fans everywhere can experience the tournament like never before.
  • With 31 R&D centres, 36 industrial parks and production bases, and 64 overseas offices worldwide, Hisense continues to lead the industry with a diverse range of products.
  • Hisense has ranked No. 2 worldwide in total TV shipments (2022-2024) and No. 1 globally in the 100-inch and over TV segment (2023-2024), according to Omdia.

Statistics:

  • Hisense has been an Official Sponsor of the FIFA World Cup since 2018.
  • The company has achieved several key milestones in its partnership with FIFA, including branding at the 2018 FIFA World Cup and content cooperation via FIFA+.
  • Hisense's technology integration in VAR operations at the FIFA Club World Cup 2025 enhanced the fan experience.
  • The 2026 FIFA World Cup will be held across three nations with 48 teams.
  • Hisense aims to transform billions of living rooms into front-row seats for the 2026 FIFA World Cup.
  • Hisense ranks No. 2 worldwide in total TV shipments (2022-2024), according to Omdia.
  • Hisense is the No. 1 global leader in the 100-inch and over TV segment (2023-2024), according to Omdia.

Sources:

  • PRNewswire, "Hisense Continues as Official Sponsor of the FIFA World Cup Through 2026" (Sept. 8, 2025)
  • Hisense Middle East, website
  • Omdia, "Global TV Shipments" (2022-2024)
  • FIFA, "Partners"

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